Rebrands are always a hot topic, and we love bringing them to light. In today’s news, we have Jaguar’s logo change that has been turning heads, for better or worse.
A fresh logo, sleek wordmark, and modern typeface have redefined the iconic brand—sparking debates louder than a revving V8 engine. While social media is ablaze with opinions, this bold transformation has everyone talking.
Jaguar’s New Logo – 2024
This new look screams ‘future-forward.’ But not everyone is on board. Some mourn the loss of Jaguar’s heritage, calling it a betrayal of the brand’s classic identity. Others accuse the company of hopping on the minimalist trend train that’s taken over the auto industry. And then there are the conspiracy theorists—because, of course, there are—convinced this is some sort of elaborate marketing stunt.
What added fuel to the fire and left everyone around puzzled was the Jaguar’s launch video. The video spotlights everything but the cars, leaving fans and critics side-eyeing.
But one thing is clear: the Jaguar logo is making waves whether you love or hate it!
So, what’s the strategy behind the shake-up, and does it have what it takes to win over sceptics? Let’s talk all about it.
If you’re thinking about the why behind this rebrand, you’re not alone. Many people have been questioning the brand’s strategy and what led the Jaguar old logo to transform.
The Evolution of Jaguar’s Logo
To understand this, let’s talk numbers, and to be fair, the reality isn’t pretty. Back in 2018, Jaguar sold over 180,000 cars globally. Fast forward to 2022, those figures dropped to 65%. Likewise, the US market fared even worse, with sales crashing below par.
The wake-up call was deafening. Jaguar needed a full-blown transformation. The traditional audience–older, affluent buyers have been aging out, leaving a gap that younger, sustainability-focused luxury shoppers aren’t rushing to fill.
Electric vehicles are growing in popularity, and Jaguar’s competitors are charging ahead with their electric car logos, both figuratively and literally. So, instead of playing it safe and leaning into its heritage, Jaguar tore up the rulebook.
But unlike other automotive logo redesigns, such as Lamborghini’s refreshed identity, which received positive feedback (mostly), is Jaguar’s logo redesign a hit or a miss?
Time and the next sales report will tell. For now, let’s focus on the Jaguar car’s new logo.
Jaguar’s new look features four key facets: two logos, a device mark, a color palette, and a graphic code called ‘strikethrough.’ This new identity defines its direction towards innovation and a restored position in the modern luxury market.
Jaguar’s New Device Mark (Source: jaguar.com)
The new Jaguar car logo introduces a mix of lowercase and uppercase letters that spells ‘JaGUar,’ a sleek balance between tradition and modernism. This design highlights simplicity, with the wordmark rendered in a custom typeface called Exuberant. The typeface is presented here in a gold hue against a white backdrop of horizontally oriented rectangles. This backdrop is one instance of the strikethrough grid, an addition to the brand’s new identity.
Jaguar’s color palette (Source: jaguar.com)
Vibrant primary colors, such as red, blue, and yellow, now accompany Jaguar’s visual language. Due to their energetic and attention-grabbing appeal, these colors are among those frequently chosen for auto finance company logos.
Moving away from traditional tones, Jaguar’s bold color palette injects vibrancy into the brand and compliments the refined gold-and-white logo.
Jaguar’s Leaper Logo (Source: jaguar.com)
Jaguar’s old logo featured the iconic leaper emblem, which symbolized brand emotions like strength and power. The new version retains this symbol–but with a twist. The classic leaper logo is reimagined with sharper, angular lines. Notably, the ‘strikethrough’ also appears in the new leaper logo.
Jaguar’s circular badge (Source: jaguar.com)
A new circular badge interlocking ‘J’ and ‘r’ letters in bass embodies Jaguar’s heritage while giving the car logo a geometric turn. The traditional jaguar face emblem has been retired, making way for these refined marks to take center stage. However, it’s not yet known how these two Jaguar logo changes will appear on the new cars.
Jaguar’s Strikethrough background (Source: Jaguar.com)
Jaguar’s Strikethrough background (Source: Jaguar.com)
There’s a new addition to the Jaguar rebranding logo. It’s a distinctive 16-bar strikethrough element that brings a sense of energy and movement to Jaguar’s branding. These horizontal bars create a unique visual signature across marketing materials while reinforcing Jaguar’s innovative ethos.
Logo evolutions are always fun, and Jaguar’s new logo is no different.
Jaguar’s rebrand is stirring debate, and not always in the way the brand might have hoped. For a company known for its luxury vehicles, skipping the cars entirely in the launch video felt like a missed opportunity to connect the rebrand to its products.
Even Elon Musk couldn’t resist poking fun, tweeting, “Do you sell cars?” which Jaguar defended by saying that upcoming events will reveal their new electric lineup.
The visual transformation itself has sparked plenty of debate. Because unlike sticking with the old animal-inspired logo design for its brand identity, Jaguar opted for a complete transformation. The new logo and bright colors signal a clear break from the Jaguar logo’s history and traditional British elegance. Critics argue that Jaguar risks losing the heritage that once made it iconic.
Marketing expert Charles Taylor also jumped on the bandwagon and suggested that leaning into Jaguar’s legacy might have been a more strategic move. He warned that this bold turn could detach existing customers while struggling to win over a new audience.
The slogan “We’re here to delete ordinary. To go bold. To copy nothing” perfectly captures Jaguar’s vision. With plans to launch a £100,000 electric super-GT in 2026, featuring a 430-mile range and rapid charging, Jaguar made it clear that they’re aiming for the high-end market.
CEO Adrian Mardell called the rebrand “a complete reset,” while Managing Director Rawdon Glover explained the goal is to reclaim Jaguar’s spot as a leader in design and performance. Talking about ownership experience, they’re also working on a redesigned website and digital tools to connect with their audience in innovative ways.
Getting people talking in a sea of competitors is no small feat. For a brand like Jaguar, which could easily create a car logo to impress the masses, it took a daring leap. The attention this rebrand has drawn could be the spark Jaguar needs for its reinvention.
What’s your take? Is this rebrand a success, or does it fall short of what you expected?
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